The man behind “Full House” and “The Waltons” has fallen in love with Eminem and Missy Elliot.
Lorimar co-founder Merv Adelson, father of a 4- and a 9-year-old, is jumping into the tweens biz via his direct-to-DVD line “JammX Kids” — and the 79-year-old says the way to the demo’s heart is through hip-hop.
“You ought to see me hip-hop!,” he jokes. “I keep up with things, and in order to make this show cool, I knew we had to work in hip-hop. Clean, of course.”
With the Olsen twins and Hillary Duff growing out of tween range, Adelson says, there’s opportunity for new contenders. Enter his “JammX Kids,” a troupe of nine young do-gooders he describes as one part “Mickey Mouse Club,” one part “Power Rangers,” which will be released through Warner Bros. Home Video next year. It’s Adelson’s attempt to get kids, including his own, “off the damn couch.”
He’s shot several specials already, which will get promo plays on Kids’ WB! later this year. First episode features JammX Kids coming to the aid of a teen who wants to ask a girl to the school dance, but doesn’t know the first thing about dancing.
“I’ve been out of the creative side of the business since 1989 and had no desire to go back to making TV shows,” Adelson says. “This is an end-of-career kind of project. I always said to myself, if I ever do anything in my life, helping kids be active and boost their self-esteem would be great.”